With Color’s big property ‘Bigg Boss 4’ set to premiere on October 3, 2010, the channel has drawn up some interesting promotions. One such initiative is an association with What’s On India, India’s first TV Guide channel. What’s On India undertook an exclusive roadblock for ‘Bigg Boss 4’, under which it dropped the promos for all other programmes for two days – October 2 and 3 – and carried promos exclusively of the reality show. This is the first time that What’s On India channel has done such an innovation.

Speaking on the tie-up, Atul Phadnis, CEO, What’s on India, said, “We at What’s On India are really excited about this roadblock activity, since this is the first time that we are doing such an innovation for any programme on the TV guide channel.”

Colors has gone all out to promote the fourth season of its reality show ‘Bigg Boss’ and a slew of promos are already on air featuring Salman Khan, the show’s host for this season.

What’s On India channel was launched in December 2009 and recommends the best shows to watch across different interest areas round-the-clock to its viewers, besides showing sneak previews and promotional messages from various broadcasters.